Nov 4, 2009

North Face | Red Flag Campaign | China

With snow falling in China two months earlier than normal, outdoor specialist brand North Face has launched an integrated campaign just in time.

For eighteen days, Ogilvy Shanghai led an online and mobile drive to encourage people to go out and explore, even when the weather is cold. People in Beijing and China are asked to use sms to mark their outdoor locations in the Red Flag component of the microsite. Every flag planted increases the chances of winning North Face merchandise and discounts.

Brand ambassador Stanley Huang, a popular Taiwanese singer, has also hosted outdoor road shows in Beijing’s Sanlitun and Xujiahui in Shanghai.

A second phase is in development to continue to celebrate North Face’s ‘Never stop exploring’ ethos. “North Face has encouraged explorers to embrace nature through sponsorship of expeditions to some of the most far-flung, still largely untouched corners of the globe,” said Bruno Feltracco, vice president and managing director of outdoor & action sports at VF Asia Pacific, North Face’s distributor in the region. The campaign hopes to reach out to a broader audience and inspire even non-outdoor enthusiasts to step out and venture into the unknown.

Project Red Flag Campaign
Client The North Face
Creative agency Ogilvy Group, Shanghai
Executive creative directors Kevin Lee, Sean Sim, Natalie Lam
Creative directors Kit Ong, Nicki Wong, Kelvin Leong
Art directors & designers Kama Zhang, Hytal Ye, Zhang Zhen, Mingsheng, Zhanglei
Copywriters Adams Fan, Stanley Tao, Tino Liu, Joan Zheng
Account servicing Irene Shum, Nick Hu, Alister Leong, Vivian Tu
Agency producers Leon Lee, Aywei Wong
Media agency [email protected]
Exposure Online, event

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